E-commerce in Kazakhstan - statistics & facts

While still an emerging market compared to global leaders in e-commerce, Kazakhstan has the most developed online shopping landscape in Central Asia. Just over two decades after the first online shops emerged in the country, online sales accounted for over 12 percent of the retail trade in 2022. The market size peaked at 3.2 trillion Kazakhstani tenge in the same year, having increased by 306 percent from 2021. Online retail brought the most revenue at nearly two trillion Kazakhstani tenge in 2022. To compare, digital services sales stood at 1.2 trillion Kazakhstani tenge, or 37 percent of the total.

Leading e-commerce platforms in Kazakhstan

The digital ecosystem Kaspi, which offers packages of various online services in one place, had the most popular e-commerce platform by monthly traffic. On average, around 30 million Kazakhstanis visited the Kaspi app or website each month in the third quarter of 2023. Furthermore, Kaspi Shop (Kaspi Магазин) and Kaspi Travel were the leading online retailers in Kazakhstan in 2022, having generated approximately 2.1 billion U.S. dollars and 502 million U.S. dollars in revenue, respectively. Wildberries, a Russian e-retailer, followed in the third place, with earnings from e-commerce totaling about 206 million U.S. dollars in 2022.

What do Kazakhstani customers buy online?

Among physical goods, products for home were the most popular category making up almost 35 percent of the online retail revenue in Kazakhstan in 2022. These were followed by apparel, footwear, and sporting goods, which constituted over 17 percent of the total. According to a survey from 2023, nine percent and seven percent of Kazakhstani retail customers admitted to having bought furniture and apparel online, respectively. Transportation ticketing and seat booking led the ranking of most popular services sold online. The segment brought in revenue of approximately 93 billion Kazakhstani tenge in 2022.

Obstacles to e-commerce development in Kazakhstan and the EAEU

Despite the continuously increasing internet penetration rate in Kazakhstan and changing consumer preferences linked to the coronavirus (COVID-19) pandemic, many consumers remain suspicious of ordering goods and services online. In a survey from 2022, over three-quarters of customers nationwide saw no need for online purchases, whereas almost a quarter expressed loyalty to traditional brick-and-mortar stores. A third of the Eurasian Economic Union (EAEU) residents, of which Kazakhstan is a part, expressed fears of receiving low-quality goods. Furthermore, six percent were afraid that the goods would not be delivered on time.
This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.
Published by Statista Research Department, Feb 23, 2024

Key insights

E-commerce penetration rate in Kazakhstan
19.29%
Revenue of online marketplaces in Kazakhstan
2.05tr KZT
E-commerce ARPU in Kazakhstan
805.58 USD
Get more insights

Editor’s Picks Current statistics on this topic

Market size of e-commerce in Kazakhstan from 2017 to 2022 (in trillion Kazakhstani tenge)

Key Figures of E-Commerce

Kazakhstan: e-commerce market size 2017-2022

Average revenue per user (ARPU) of the e-commerce market in Kazakhstan from 2019 to 2029 (in U.S. dollars)

Key Figures of E-Commerce

E-commerce revenue per user in Kazakhstan 2019-2029

Share of e-commerce in the retail trade of Kazakhstan from 2013 to 2022

Key Figures of E-Commerce

E-commerce share in the retail trade in Kazakhstan 2013-2022

Related topics

E-commerce trends

3

Selected e-commerce segments

4

Recommended statistics

Overview

9

Overview

Leading marketplaces

10

Leading marketplaces

Product categories

5

Product categories

Payments

6

Payments

Delivery

7

Delivery

Digital shopping behavior

7

Digital shopping behavior

Further reportsGet the best reports to understand your industry

Contact

Get in touch with us. We are happy to help.
Statista Locations
Contact Meredith Alda
Meredith Alda
Sales Manager– Contact (United States)
Email
support@statista.com

Mon - Fri, 9am - 6pm (EST)

Contact Yolanda Mega
Yolanda Mega
Operations Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 9am - 5pm (SGT)

Contact Kisara Mizuno
Kisara Mizuno
Senior Business Development Manager– Contact (Asia)
Email
asia.support@statista.com

Mon - Fri, 10:00am - 6:00pm (JST)

Contact Lodovica Biagi
Lodovica Biagi
Director of Operations– Contact (Europe)
Email
eu.support@statista.com

Mon - Fri, 9:30am - 5pm (GMT)

Contact Carolina Dulin
Carolina Dulin
Group Director - LATAM– Contact (Latin America)
Email
latam@statista.com

Mon - Fri, 9am - 6pm (EST)

Menu